[redrobot5050]

In this case, the 'F' stands for Facts.

I know of at least two start-ups that are currently building advertising revenue streams on facebook apps and twitter that are also data mining like crazy. The goal is to replicate your "facebook friends" data and have it accessible on-demand without needing facebook. They also plan on extracting all your likes and interests. Then, if your friend (who is uniquely identifiable) buys something and its within your "liked" interests, you get a micro-targeted ad telling you your friend has bought it.

So, sometime soon, the Beacon-scandal from facebook (a few years ago, if people can remember -- users said that facebook "ruined christmas") is going to play out again on the greater web. And there will likely be no opt-out.

The company Gabe is afraid will come to be is already in the process of an alpha test. Consumers are largely ignorant of how powerful data mining software can be, and will continue to be until its "too late".